The idea of it is to allow kids to earn a profit from their name image or likeness. Especially now with social media these kids can earn some major cash as sponsors. They still aren't getting any of the billions the conferences are getting. A number that is going to continue to rise as new tv deals get signed after all of the realignment. Of course some schools take advantage of having alumni with more resources. As is the way of America, I'm all about capitalism, capitalism isnt fair so capitalize.
*Edit*
Think it may have actually leveled the playing field. NCAA may only seriously go after smaller programs for recruiting violations while "blue bloods" do what they want. Now Florida Atlantic and San Diego state alums can sponsor kids as well now that it's legal.